Adoption & rejection of voice assistants a dual-theoretical perspective using behavioural reasoning theory and privacy calculus

Abstract

Background - Interest in voice assistants is increasing, especially those created by industry leaders, for instance, Amazon’s Alexa. However, these voice assistants provide a more personalised experience only if users disclose their confidential information. Purpose - This study sought to explain how factors classified as ‘reasons for’ and ‘reasons against’ adopting voice assistants, influence consumer attitudes, information disclosure and adoption intentions. This involved combining the Behavioural Reasoning Theory with the Privacy Calculus framework for a deeper understanding of how privacy influences consumer behaviour toward voice assistants. Methodology - A survey was conducted targeting both users and non-users of voice assistants. Respondents were gathered from Malta and the UK, to enrich the study with a comparative analysis of voice assistant adoption across different cultural and technological landscapes. Findings - Privacy concerns and perceived lack of control did not influence attitudes, while privacy cynicism reduced risk perception, reflecting user indifference to privacy. Convenience and personalisation were key drivers for adoption, especially in the UK, where VA usage is higher. However, anthropomorphic features did not significantly influence adoption, indicating a user preference for functionality over human-like traits. Theoretical and Practical Implications - This research builds on previous literature on the Behavioural Reasoning Theory and the Privacy Calculus. Additionally, it provides valuable guidance for marketers and developers to better address consumer needs and preferences, while developing clearer privacy policies.